8:30-8:45 a.m.

Opening Keynote Presentation: The Big Picture on the Big 3

In this opening session, you'll get the inside scoop on new business developments at Facebook, Twitter and Pinterest, and on how those new directions will transform the platforms and create new opportunities for communicators to engage their audiences.

8:45-9:15 a.m.

Must-Have Social Tools for Your PR Toolbox

There are some tools that all PR pros must have to manage their social media programs efficiently—and the good thing is not all of these tools have a price tag. Learn which social media dashboards are best at managing all of your social platforms and which activation platforms are best at enabling PR pros and marketers to motivate audience participation in polls, discussions, product trials and more. 
 
In this session you'll learn:

• How these must-have social tools can help you manage your time more efficiently
• Which free dashboards are best at managing all of your social accounts
• Which dashboards are best for maximizing multiple Twitter accounts
• When it makes sense to upgrade to a paid social media dashboard
• How to use social dashboards in a crisis
• How to use social activation platforms to engage social influencers in niche audiences
• Which activation platforms are best at encouraging advocate-driven content and conversations across Facebook, Twitter and Pinterest

9:15-10:00 a.m.

Pin for Success: How to Engage Your Audience with Pinterest 

Pinterest, the two-year-old image-based network, is now the third-most-popular social network in the world. It drives more referral traffic on the Web than Google+, YouTube and LinkedIn combined, and 79% of Pinterest users rate themselves as more likely to purchase an item seen on Pinterest than one seen on Facebook. Food, fashion and media brands have notably tapped into Pinterest's rapid growth and ability to drive sales, but brands of all kinds can leverage its power. This case-study-driven session will give you the soup-to-nuts story of how different brands found new and passionate audiences on Pinterest.
 
In this session you'll learn how to:

• Set up a Pinterest account and create boards
• Drive traffic from Pinterest to your Web site
• Write pin descriptions and use hashtags to drive repins
• Use the $ sign and numerical values to drive traffic
• Promote your presence on Pinterest on other social media channels
• Repin other sites to increase reach
• Share your boards to attract contributors
• Drive sales by linking to owned e-commerce sites
• Encourage users to share their tastes/interests with your brand

10:00 - 10:15 a.m. 

Networking Break

10:15-11:00 a.m.

Proven Twitter Tactics to Gain and Retain Followers

Refresh your Twitter engagement strategies by learning how consumer, b2b brands and nonprofits are successfully growing their legions of Twitter followers—and keeping the ones they already have. Our Twitter experts will share best practices you can put into practice immediately to grow your following—from tech tips like linking to your Twitter profile from your other social media accounts and smartly applying the use of hashtags, to content tips like adding links that your audience will respond to and replying to your followers in an authentic voice.
 
In this session, you'll learn how to:

• Experiment with different kinds of tweets to learn which ones are likely to be retweeted and inspire engagement
• Research keywords and hashtags to find followers who will engage with your brand
• Find and comment on conversations related to your brand
• Use direct messages with your followers to build brand trust and loyalty
• Create goodwill by recognizing your new followers and brand advocates
• Integrate Twitter with Web metrics and your overall content strategy
• Leverage Twitter during a crisis to cement brand loyalty

11:00-11:45 a.m.

Facebook's Top Developments and Features for PR Pros

It's been a busy year for Facebook (and not just because of the IPO)—it launched Timeline brand pages, promoted posts for brand pages, the Reach Generator paid ad product and its revamped ad platform. This session will show communicators how to leverage each of these free and paid developments for their organizations. You'll learn how to tell your brand's story on your Timeline, how Facebook's relaunched ad platform blurs the line between paid and earned media, how to boost the reach of a page post with Reach Generator, how to leverage Facebook's new "People Talking About This" metric to measure engagement and more.
 
You'll learn how to:

• Curate company history and milestones for your Timeline brand page
• Understand how Timeline affects the news feed
• Create customized tabs to engage users
• Use promoted posts to display posts more prominently in news feeds
• Use Facebook's ad platform to extend the distribution of the content that attracts the most engagement
• Identify which content is most effective for ads
• Leverage Facebook's mobile ads
• Use Reach Generator to amplify your most engaging posts
• Measure engagement with the "People Talking About This" metric

11:45-1:00 p.m

Luncheon and Keynote Presentation

Network with your peers and make new connections during this luncheon, which will feature a thought-provoking keynote presentation by Shel Israel, author of Twitterville and Naked Conversations - How Blogs Are Changing the Way Businesses Talk With Customers.

Keynote Presentation: The Age of Context
Even as many brands are just beginning to integrate social media across their organizations, big changes in technology and social platforms are on the horizon. In this keynote presentation, Shel Israel, who writes The Social Beat blog for Forbes.com, provides insight into the driving forces behind these changes and what communicators can do to adapt to them.

1:00-1:45 p.m.

Resource Management Clinic: Manage Your Team, Time and Budget for Social Media Success

Regardless of your own digital expertise, it can be a challenge to lead a communications team on multiple social media platforms and stay within budget. In this hands-on, interactive clinic, Big 3 Conference attendees will be presented with three mock scenarios and will work in groups to create staffing, budgeting and scheduling plans. These plans will be shared with all attendees, and the clinic leader will add his insights and lead Q&A sessions.
 
You'll learn how to create resource management plans for:

• Responding to a crisis on Twitter
• Revamping a brand's Facebook strategy
• Exploring emerging platforms like Pinterest on behalf of senior leaders or a client

1:45-2:15 p.m.

How to Avoid the Legal Land Mines of the Big 3

Advances in the use of social media for PR and the rapidity of information flow through all digital channels leaves PR practitioners and their organizations open to charges of copyright infringement and other legal issues. In this session we break down the risks inherent in using Pinterest, Facebook and Twitter, including important regulatory issues that may affect your initiatives; intellectual property and fair use issues; and the threat of lawsuits and how to avoid them.

In this session, you'll learn:

• Who owns user-generated content posted on Twitter and Facebook
• How to differentiate the legal issues of trademark and copyright
• The scope of liability of material posted by organizations
• How to comply with the rules of contests on games on Facebook and Twitter
• How to credit sources of images that you pin on Pinterest
• How to protect your brand's images from copyright infringement
• How to decipher Pinterest's revised terms of use
• How to craft media policies that will help protect your organization against liability

2:15-2:45 p.m.

Setting Tangible Key Performance Indicators for Your Big 3 Initiatives

Developing a social media measurement strategy can be a challenge for PR pros trying to convey the value of likes, followers, reach and engagement to senior management. One of the best approaches to proving value is by defining key performance indicators (KPIs). Unlike the often fuzzy concept of ROI, establishing KPIs for your measurement program will clarify which digital metrics to measure and provide clear, concise stats needed to convince data-driven C-level executives that your social media efforts are driving the business needle. In this session, measurement experts will show you how to establish KPIs for Facebook, Twitter and Pinterest that are tied to your organization's business objectives.

In this session you'll learn how to:

• Align your social media activity with your organization's business objectives
• Determine if likes, followers and pins are being converted into leads, customers or sales
• Determine which content is working and adjust strategy accordingly
• Focus on strategic business outcomes rather than PR activity
• Demonstrate PR's contributions and value to the bottom line
• Present the results of your social media activity concisely to senior management using the metrics that matter to them most

2:45 - 3:00 p.m. Networking Break

3:00 - 3:45 p.m.

Use Twitter to Gain a Competitive Edge in Media Relations

More than 90% of journalists use Twitter or another social media platform as part of their job, and 85% of journalists say they welcome PR contact through their Twitter profiles—so it's clear that Twitter has come of age as a media relations tool. This session will show you how to best use Twitter to make all of your media relations initiatives more successful, forge new connections with media pros and strengthen your existing ties. You'll learn how to provide a clear description in your Twitter profile so media professionals will know they've found the right contact, use Twitter to build working relationships with journalists, pitch stories on Twitter, use direct messages to move a conversation to e-mail or to the phone and make Twitter an organic extension of your media relations strategy.

You'll learn how to:

• Identify and engage with influential media professionals on Twitter
• Determine when and how to engage with media pros directly on Twitter
• Decide when it's proper to pitch journalists on Twitter
• Cultivate relationships with journalists
• Avoid Twitter tactics that turn off media pros, like mass-tweeting the same pitch
• Integrate Twitter with traditional media relations tactics
• Measure the ROI of your media relations efforts on Twitter

3:45 - 4:15 p.m.

Launch Successful Games and Contests on Facebook, Twitter and Pinterest

Launching contests and games can be a great way to rapidly increase your fan and follower base and even get media coverage for your brand. This session will show you how to leverage games or launch contests on Facebook, Twitter and Pinterest to build an audience and inspire engagement. You will hear successful case studies and get step-by-step directions in how to determine what kind of contest or game is right for your audience, how to execute your contest and how to stay in compliance with a platform's games and contest guidelines. You'll walk away with fresh ideas to build upon the success of your digital strategy and keep your new fans and followers engaged.

In this session, you'll learn how to:

• Use Facebook's promotions app to create contests, sweepstakes and games
• Use crowdsourcing techniques to determine which kind of contest would be right for your audience
• Launch and execute a successful contest using Twitter hashtags
• Drive people to your Web site with contests and promotions—and vice versa
• Create an advertiser campaign on Pinterest
• Measure the results of your contests
• Comply with the rules for contests and games on Facebook, Twitter and Pinterest

4:15 - 4:45 p.m. Networking reception 

Join us for cocktails and hors d’oeuvres to cap off a great day of learning and networking. Pick up your attendance certificate, exchange the last round of business cards and mark your day at the Hyatt Regency San Francisco as an expert in the Big 3 social networks!